The document summarizes a public relations campaign conducted in Spain to promote the use of Europeana's digital resources in secondary education. It describes a contest held among secondary school students to create digital articles on historical topics using Europeana. The contest was publicized through a website and media outreach. Over 70 articles were submitted from schools across Spain. Winners received tablets, mini tablets, or e-readers for their groups. The campaign was deemed a success and plans were made to continue holding annual contests to further education engagement with Europeana.

1. Europeana Strategy meeting
"Europeana for Education & Creative Industry“
“Spanish Education Campaign”
17 – 18 March 2015
National Library of Latvia
Riga, Latvia

2. EUROPEANA FOR EDUCATION: the
Spanish PR Campaign
Start Point: Europeana Awareness Project
Task: Public Relation Campaign to disseminate Europeana
Spanish Proposal: To make a campaign in Secondary Schools
through a contest.
The Contest
The website
The promotion in Communications Media
The winners

3. Spanish PR Campaign:The Contest
Great value of Europeana:
- Learning resource
- Creative tool
Importance of sharing knowledge and culture to the European
citizenship
Spanish Ministry of Education, Culture and Sports and
Europeana launched, last Autum, the constest
“You are the Key”

4. Spanish PR Campaign:The Contest (2)
Aim: encouraging Secondary Education students to get familiar
with the resources from Europeana and Hispana through the
development of cooperative projects fostering the learning
Multiple Literacy.
Participants: students at the last years of the Secondary
Education divided in groups of 5 / 6 under the guidance of a
teacher.
The project: digital journalistic article around one of these topics
. A writer from ‘98 Generation
. I World War
. Santiago Ramón y Cajal

5. Spanish PR Campaign:The Contest (3)
. The Gyroplane
. Antonio Gaudí
. Design in the Belle Epoque
The article could be real or ficticious but must be related to an
actual event taking place between 1880 and 1934
Phases:
- 1st: The jury picked 1 to 3 articles from each Autonomous
Region
- 2nd: They voted this selection, giving 3 prizes

6. Spanish PR Campaign:The Contest (4)
Prizes:
- 1st: A tablet for every member of the team, including the
teacher
- 2nd: A Mini tablet for every member of the team, including
the teacher
- 3rd: An e-reader for every member of the team, including the
teacher

7. Spanish PR Campaign: The website
The website was developed for the Spanish Company
Vision Líquida.
Has different tags to organized all the information:
- Home
- News
- Contest
- Didactical Material
- Europeana
Go to the website: http://certameneuropeana.es/

8. Spanish PR Campaign: the promotion in
Communications Media
There were 3 different press releases:
- 1. At the beginning when the contest was launched
- 2. To announce the finalists
- 3. To announce the winners
There was dissemination through social networks
Go to pdf to show some samples

9. Spanish PR Campaign: the finalists
There were 75 articles presented from 42 Secondary Schools of
12 Autonomous Regions
The jury was composed by teachers from Education Department
of the Ministry
The main difficults found were with Licenses rights

10. Spanish PR Campaign: The winners
The first prize to the journalistic chronicle “The Fornos Cafe Last
Sigh”, from the St. María del Prado School in Talavera de la Reina,
Toledo, inspired by the Famous Fornos Cafe of Madrid and its
literary gatherings at the end of the 19th century.
http://certameneuropeana.es/wp-content/uploads/2014/12/El-ultimo-
suspiro-del-fornos.pdf
The second prize was awarded to “The Gyroplane Flies over
Madrid”, from the Secondary School “Padre Suárez” from Granada,
a chronicle about the first flight of Juan de la Cierva, the inventor of
the gyroplane, over Madrid.
http://certameneuropeana.es/wp-content/uploads/2014/12/El-autogiro-
sobrevuela-Madrid.pdf

11. Spanish PR Campaign: The winners (2)
The third prize was for “Bohemian Shadows”, a recreation of
Max Estrella, the character from Valle-Inclán’s most famous
work, Bohemian Lights, from the Secondary School Sant Pere
i Sant Pau from Tarragona.
http://certameneuropeana.es/wp-
content/uploads/2014/12/Sombras-de-bohemia.pdf

12. Spanish PR Campaign: The winners (3)
http://youtu.be/JZT4cbPnhnc
http://youtu.be/Vc_7UJuof6c
https://m.flickr.com/#/photos/leeres20/sets/72157649816765621/

13. Spanish PR Campaign: conclusions
Future: To make similar contests in Education area every year
Thank you very much!
Concha Vilariño. Ministry of Education, Culture and Sports
concha.vilarino@mecd.es